Nike Design & Branding KOBESYSTEM by Wieden + Kennedy

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United States
Agency Wieden + Kennedy
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Ryan O'rourke, Alberto Ponte, Dan Hon
Art Director Sezay Altinok
Copywriter Brock Kirby
Account Supervisor Ryan Johnson
Released September 2011

Credits & Description

Category: Logo Design
Advertiser: NIKE
Chief Creative Officer: Dan Wieden (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Creative Director: Alberto Ponte (Wieden+Kennedy)
Creative Director: Ryan O'Rourke (Wieden+Kennedy)
Creative Director: Dan Hon (Wieden+Kennedy)
Art Director: Sezay Altinok (Wieden+Kennedy)
Copywriter: Brock Kirby (Wieden+Kennedy)
Studio Manager: Brian Troyer (Wieden+Kennedy)
Studio Designer: Joseph Limauro (Wieden+Kennedy)
Global Account Director: Karrelle Dixon (Wieden+Kennedy)
Account Supervisor: Ryan Johnson (Wieden+Kennedy)
Account Executive: Liam Doherty (Wieden+Kennedy)
Digital Strategist: Dan Viens (Wieden+Kennedy)
Media placement: Digital Film - "You Need The KobeSystem" - Nike Basketball YouTube And Twitter - 29 December 2011 - Present
Media placement: Digital Films - 12 KobeSystem Celebrity Testimonials - Nike Basketball Youtube And Twitter - 6 January 2012 - Present
Media placement: KobeSystem IPad Influencer Kits - Symbol Leveraged On IPads, Lapel Pin, Welcome Kit Letter, And 27 Other Custom Illustrations And Pics - 11 January 2012
Media placement: Broadcast Film (TV) - "Welcome To The KobeSystem" - TV In USA, China + Canada, Nike Basketball Youtube - 14 Jan 2012 - 10 Feb 2012
Media placement: KobeSystem Level Films (7 Films In Total) - Broadcast TV (ESPN, TNT, MTV And NBA TV) + Nike Basketball And Twitter - 22 Jan 2012 - 26 Feb 2012
Media placement: KobeSystem - Nike Social Media Takeover - Logo Leveraged On Over 60+ Digital Assets (Twitter + Youtube Skins, Illustrations, Etc...) - 23 Jan 2012 - 29 Jan 2012

Describe the brief from the client
Nike needed a logo for the launch of Kobe Bryant’s seventh signature shoe campaign.

Describe the challenges and key objectives
The logo needed to:

1. Represent not only the shoe, but also Kobe’s insatiable drive for success

2. Be simple enough for people to replicate

Describe how you arrived at the final design
Inspiration was taken from the classic life coach 'Success Pyramid', where success is typically depicted as the finite goal atop a triangle.

However, with the KobeSystem, success is not an end goal; it’s a starting point.

To show that insight, we simply extended the sides of the pyramid, leaving an open-ended and infinite top to the new pyramid.

Give some indication of how successful the outcome was in the market
The logo didn’t just mark the success of the campaign. It became a huge success itself. Thousands of kids across social media replicated the symbol in various ways: they flashed it as a hand gesture, created ASCII art versions of it to post on social streams, wrote it in their notebooks and on dollar bills and even created Nike apparel with the symbol on it.